How to Maximize Your Food Brand’s Presence at Expo West and Trade Shows, from Buyers to Press
Industry trade shows like the upcoming Expo West and the summer Fancy Food Show are one of the biggest opportunities of the year for CPG food and beverage brands to get in front of buyers, category decision-makers, and select press. But with thousands of booths competing for attention, many brands walk away with fewer media hits than expected.
While the main point of these shows is sales, the longer term benefit of earning press attention and building influential relationships on the floor shouldn’t be forgotten. If you’ve invested in a show presence but aren’t seeing it translate, these are the gaps to address before your next event.
How To Get Food Press That Matters—Before, During, and After Trade Shows
Clarify your show hook - Is your product solving a new consumer need? Is your brand leaning into sustainability, functionality, or cultural relevance? Is it innovative, or leading a trend? Your angle should reflect what media are actively looking for at the event.
Warm up relationships early - Snaxshot, NOSH, BevNET, and loads of trend-spotting influencers field waves of show-related pitches. Strong relationships—built before and after the event—help ensure your email actually gets opened.
Nail the timing - The most effective trade show PR begins about a month out, with follow-ups the week or two prior to the event. Short previews, founder availability, and targeted news-driven outreach help secure walk-throughs and conversations at your booth.
Think beyond product samples - Your brand story, sourcing commitments, founder journey, packaging updates, retailer traction, and community initiatives all make your pitch stronger and more relevant.
Leverage the show floor strategically - Capturing real-time moments—editor visits, influencer content, demos, and swag that the crowd can show off for you—creates post-show content and strengthens follow-up pitches.
Quick Fixes vs. Long-Term Strategy
A last-minute email blast may get lucky, but sustained earned media comes from consistent storytelling, ongoing relationship building, and a strategic news and editorial calendar. Trade publication insights, industry trend reports, and evolving best practices all point to the same truth: brands that show up year-round—not just on the show floor—see the strongest media outcomes.
Ready To Make Your Next Trade Show Count?
If your food or beverage brand isn’t succeeding at major industry events, it’s rarely about the product—it’s usually about the strategy behind it. With the right PR partner, you can turn trade shows into a powerful engine for visibility, buzz, and long-term awareness.
Book a chat with us so we can give you some tips and tricks before you hit the floor.